Impact of Global and Local Media Advertisement on Children

Topics: Television advertisement, Infomercial Pages: 13 (2533 words) Published: January 8, 2013

Submitted by:

Submitted To:
Professor. Govindaraju
Head of the Department
Department of Communication
Manonmaniam Sundaranar University
Tirunelveli - 627 012
E-mail ID :

Submitted for:
(ACT-TNP Annual Conference on Globalisation, Local Media and Social Issues) DEPARTMENT OF COMMUNICATION
Manonmaniam Sundaranar University


Children have become much more interested watching TV over many years and it has become a primary action to some lives.  Typically, children begin watching television at an early age of one year, and by the age two or three children become enthusiastic viewers.  This has become a problem because many children are watching television and the shows that they are watching (even if they are cartoons) have become violent and addictive. Now a days they are addicted to watching TV .Comparatively spending hour for playing is less than watching TV, play video games. TODAY all TV ads focused on children to attract consumers and were targeting the child viewer. Children in the 5-15 years age group want to buy products (by the influence of ads). Monitoring of advertisements has become essential. Children that have large amounts of TV time have increased weight problems, decreased academic performance, and decreased socialization skills. Thus the present study aims to find the how TV Advertising influences their children’s and how it affects their health in Pondicherry.

Key Words: Advertising, children, Influence, television.


Since the middle of the twentieth century, television has grown from a novelty to a fixture in 90 percent of Indian households. Over time, the character of the medium also changed dramatically. Once offering only three principal broadcast networks, viewers' choices now may extend to more than a hundred channels. Children are consumers of a variety of media, including computers, video games, print media, videotapes, music, and television. Although television is the most commonly used medium, viewing time varies with age. From two to seven years of age, children's viewing time is about two hours per day. Increasing through childhood, it peaks at about three and a half hours per day during middle school before dropping off to about two and a half hours per day during adolescence.

CHILDREN in India now spend about three hours a day in front of the television screen. An average child is estimated to have watched 5,000 hours of television by the time he or she enters first grade and 25,000 hours by the end of high school --- more time than would be spent in a classroom earning a college degree.

Television has become a potent agency of socialization because like the family, school, and peers, it directly provides the child with experiences which shape their attitudes and influence their behaviors. In evaluating television's influence on children, it is important to view this medium as an element in a matrix of influences in a child's social environment. Television seems to become a growing source of parental anxiety. Parents worry most of all about the amount and kinds of programs their children watch, and definitely these fears are legitimate.


Advertisements encourage the children to persuade their parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product. Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side and concentrate more on the negatives. Many advertisements in the present times include dangerous stunts, which can be performed only by experts. Even though the...
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